The Myth of Fingerprints: How Lawyers Get High Touch Customer Service Wrong

Whenever I talk to law firms about employing automation for customer service – especially in the context of law firm intake – the attorneys usually push back by saying that they don’t want to automate anything, since they prefer ‘high touch’ customer service. The problem with that approach is that, in the modern world, ‘high touch’ is often equated with other, less palatable terms: like ‘annoying’ or ‘obnoxious’. So, let’s play this out a little bit:

You won’t use an automated scheduling tool, like Calendly, for booking appointments, so instead of allowing leads or clients to simply pick a time to meet with you, they have to exchange between 8-10 emails with one of your staff people to get on your calendar. Exasperating.

You won’t use an esignature tool, so when you send documents for signature as an email attachment, folks have to: (1) print that document out, (2) sign it, (3) scan it, so they can (4) attach it to an email, that they send back to you. Infuriating.

You don’t utilize epayments, so folks have to write a check, bring it or mail it to you, and then wait for you to cash it.  Maybe you even require a bank check for a retainer. Maddening.

Now, high-touch has its place. Sure, spend extra time with leads in the initial consultation meeting.  And follow up directly with your clients on a recurring basis, even when nothing is going on.  Definitely prep your client aggressively for mediation or hearing. But don’t make your leads and clients spend extra time running around doing administrative tasks, simply because you equate any time spent with quality time.

. . .

Sometimes touchless is better than ‘high touch’ – we can show you how.

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.

To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.

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